I felt it was worthwhile to spend time walking through my typical day, and I hope it sheds light on the above and other questions you might have as you consider a transition to a Nanigans Certified Partner.
As the VP of Ad Operations at Acquisition Labs, I am very rarely “off the clock”. Traffic doesn’t sleep and neither should performance marketers!
On weekdays, I typically do a brief check of accounts before I doze off around 12:15am EST. As traffic crosses into the “graveyard shift”, the majority of the day’s spend and conversions have already been accounted for and I see a more complete view of how the previous day performed. This lower period of campaign activity is also an ideal time to make budget tweaks to the account, activate new campaigns and tests or pause under-performers so that the changes affect up to 100% of the next day’s traffic (days usually begin at midnight Pacific in the Nanigans platform).
I arrive at our office in the morning and do another check of accounts to make sure nothing went awry while I was sleeping. Afterwards I jump straight into customer service. We typically reserve the morning hours of our day for weekly calls with clients. In addition to brief updates on performance, we enjoy brainstorming new ideas and absorbing the extensive domain knowledge that our clients have. We’ve found that ad performance and client trust are vastly improved when we take the time to involve clients and help educate them on best practices with Facebook marketing via the Nanigans platform.
Many of our clients find that creative and landing page optimization is the most challenging piece of the Facebook marketing puzzle. A beautifully stylized ad may attract high click through rates but if the message is too broad, our clients run the risk of having non qualified traffic click their ads which drives up cost per action needlessly. On the landing page side, there isn’t a “one page fits all” solution to higher conversion rates. With so many ways to target a user on Facebook such as location, gender, age and relationship status, a better way is to customize the landing page dynamically for each targeted segment. Our in-house creative team carefully assesses client creative and develops dynamic solutions that can extract higher conversion rates from specific user segments like “US_Male_30-35_In-a-relationship.”
Channel attribution theory and modeling is another area where clients often request guidance. In addition to Facebook, most of our clients also receive traffic from paid and organic search, email marketing or other social networks. With so many entrance points for a prospective customer and multiple retargeting campaigns trying to close them, using a ‘Last Click’ attribution model can be problematic. Fortunately our team has experience running ads on other channels and have solved this dilemma for our own properties as well as those of our clients.
We digest lunch while playing competitive games of ping pong. Our CEO, CTO and VPs are all capable ping pong players and we invite clients to enjoy a friendly game when they visit. Ping pong reinforces a concept that is key to performance marketers: Signal Response. Click-through rates rise and fall. Cost-per-clicks swell and contract. Conversion rates plummet and skyrocket. As with ping pong, identifying a signal is just a start. Each shot, or signal, can be met with multiple responses. But winning or losing money on ad campaigns comes down to knowing *the best* response to counter each signal. Our team has been running large scale, 7 figure digital marketing campaigns since 2005 and have responded appropriately to every signal under the sun.
Or maybe we’re so good at signal response because we took the “Signals and Systems” course at MIT. Our CEO and myself share 4 degrees from MIT and we invoke our training during our afternoon campaign building (which is my favorite part of the day aside from ping pong). Having written extensive code-based research programs in Matlab, we pride ourselves in building clean and maintainable campaigns at scale. By systematically tagging and labeling names of Budget Pools, Strategy Groups and Ad Plans, we make our clients’ lives easier.
First, logical labeling allows clients to know what a Budget Pool or Strategy Group does without the client having to click into the group and see the details. This eliminates the need for clients to ask “So which Strategy Group do my Valentine’s Day ads live in?” or “I see that the Budget Pool called ‘Budget Pool #1′ is live. I forget, is this my budget for Facebook Retargeting or is that in ‘Budget Pool #2′?” Second, a logical naming convention makes it easier for anyone on our team to navigate a client’s account and make changes on the fly. As everybody in our company has gone through the official Nanigans training workshops (the same training that Nanigans’ internal employees undergo), we have at least two sets of qualified eyes monitoring each client’s investment everyday.
Most importantly, this nomenclature lends itself to faster campaign builds and ad designs. In many cases, our clients are pleased to find that we are able to create and launch new campaigns long before the timelines they set. We understand that our clients run other marketing channels outside of Facebook and try to make their experience with Nanigans as smooth as possible. Less time spent on waiting is more time spent making money!
The evening hours roll in and I head home on the train. While on the ride, I’m scanning through my inbox on my phone for any client messages that may have come through. I arrive at my home office and fire up my two desktop machines which I use to run our proprietary algorithms against our clients’ data. By pulling in ad performance stats through the Ad Engine API, we’re able to rapidly generate suggested bids for all of our Strategy Groups and perform sophisticated stack ranking of every Nanigans placement.
Experience tells us that focusing on CPC prices and bids is a little myopic because CPC is neither the most accurate indicator of traffic quality nor is it the best gauge of advertiser competition. I slice through data and expose campaign niches where traffic quality is abnormally high and CPC prices are unusually low. We then develop unique Strategy Groups to annex these sweet spots of traffic so our Nanigans clients enjoy month over month growth in conversion volume with declining cost per action.
Traffic doesn’t sleep and neither does our customer service.
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